Open Source Marketing - Manifesto Feedback

The feedback about the manifesto - What is Open Source Marketing? - continues.  Linda Zimmer calls for OSM not be dumbed down and although pleased the subject is being discussed says she, "gritted her teeth and reached for the keyboard" at the suggestion that it was my idea. (Of course it's not, but I have tried to lead an effort to explain it to non-technical audiences).  Over at the OSM website, Liam Mulhill explains how having worked at Red Hat he went onto build a brewery using OSM methods....

Web Jungle in Frankfurt has written up a summary of the various discussions but asks how it can all be managed.  David MacGregor in New Zealand thinks that in the future companies will, "have to brief the segment of the market most likely to want to play with your brand".  Neville Hobson brought the manifesto up when he met Doc Searls at Les Blogs.  US Ad man, Ernie Schenk isn't sure if it's a Magic Bullet of the Kiss of Death but is enjoying the notion.  And there's lots of German feedback, such as Connected Marketing, which I don't understand!  Finally, I have tried to move things forward in an article about going 'Outside-In' for Webpronews.

Comments

[Tim Leberecht]

Really liked your article. Here's even more feedback...

http://lebemax.blogspot.com/2005/04/open-source-marketing.html

[Martin]

Hello James, thanks for including me (www.connectedmarketing.de), even though you weren't quite sure what I was writing! :-) Here's a quick summary:

My impression was that much of the discussion around OSM was primarily concerned with the communications aspect in marketing (example: conversegallery.com). However, I felt that the idea was far more powerful than that - including customer/consumer input in all aspects of marketing is, in my eyes, the true OSM approach - marketers should try to get consumers to have an influence on all 4Ps of the marketing mix. Which, essentially, means nothing less than completely rethinking business, doesn't it?

And as I was thinking about this, I remembered Blowfly beer, the Australian "OSM beer brand", and thought I could point people to their website. I had been in touch with Liam for a book project that Justin Kirby and Paul Marsden from the VBMA (www.vbma.net) had initiated, and knew his case from that exchange.

Blowfly, to me, is quite an exciting example for how a company is building its entire brand (and, in fact, its entire business!) with and around the customers. So - in a nutshell, that's what I was writing! :-)